Lahore University of Management Sciences

MKTG 222– Retail Management

Spring 2018
Instructor Moeen Naseer Butt
Room No. 309, 3rd Floor, SDSB
Office Hours Tuesdays & Thursdays (3pm to 5pm)
Email moeen.butt@lums.edu.pk
Telephone 042-35608424
Secretary/TA Muhammad Rehman
TA Office Hours
Course URL (if any)

Course Basics
Credit Hours 3
Lecture(s) Nbr of Lec(s) Per Week 2 Duration 1 hour 15 minutes each
Recitation/Lab (per week) Nbr of Lec(s) Per Week N/A Duration N/A
Tutorial (per week) Nbr of Lec(s) Per Week N/A Duration N/A

Course Distribution
Core
Elective Yes
Open for Student Category Seniors, Juniors, Sophomores
Close for Student Category All freshmen

Course Description

‘Retailing’ is a part of place/distribution section of overall Marketing process which involves activities related to selling to end customers. ‘Retail
Management’ is one of the key marketing specialization subjects which aims at providing a clear understanding of retailing and marketing
strategies applicable at the retail level. The retailers like IKEA and Walmart have become brand icons. The subject is in high demand due to growing
retail industry in Pakistan as global retail giants have started entering the market, therefore ‘Retailing’ offers one of the best career opportunities
for today’s graduates and knowledge of this field carries high importance and provides a competitive advantage.

Course Prerequisite(s)

 Principles of Marketing (MKTG201)

Course Objectives

The course is designed to introduce students to basic concepts of retailing and to enable them to see through interlinkages
among these concepts. In addition, it aims to develop them as independent readers of the discipline so that they can manage
retail operations in their own unique way. For this reason, the course not only uses the text book, but also a retail simulation,
and a retail project which provide them an opportunity to apply their knowledge on simulated and real world situations.
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Course Learning Outcomes (CLO)

Successful completion of the course means students will be able to:

1 Get the introduction of the field of retailing.

2 Learn how to establish and maintain retailer relationships with other channel members and customers.
3 Understand the organizational missions, ownership, goods/service categories, and objectives of a broad range of retail
institutions and to develop the retail strategies accordingly.
4 Identify and understand consumers and develop an appropriate target market plan.
5 Devise an overall retail strategy, i.e., selecting a store location, managing a business, merchandise management and pricing,
and communicating with the customers.
6 Set-up a retail business.

Undergraduate Program Learning Goals & Objectives

General Learning Goals & Objectives
Goal 1 –Effective Written and Oral Communication
Objective: Students will demonstrate effective writing and oral communication skills
Goal 2 –Ethical Understanding and Reasoning
Objective: Students will demonstrate that they are able to identify and address ethical issues in an organizational context.
Goal 3 – Analytical Thinking and Problem Solving Skills
Objective: Students will demonstrate that they are able to identify key problems and generate viable solutions.
Goal 4 – Application of Information Technology
Objective: Students will demonstrate that they are able to use current technologies in business and management context.
Goal 5 – Teamwork in Diverse and Multicultural Environments
Objective: Students will demonstrate that they are able to work effectively in diverse environments.
Goal 6 – Understanding Organizational Ecosystems
Objective: Students will demonstrate that they have an understanding of Economic, Political, Regulatory, Legal,
Technological, and Social environment of organizations.

Major Specific Learning Goals & Objectives

Goal 7 (a) – Discipline Specific Knowledge and Understanding
Objective: Students will demonstrate knowledge of key business disciplines and how they interact including application to
real world situations (Including subject knowledge).
Goal 7 (b) – Understanding the “science” behind the decision-making process (for MGS Majors)
Objective: Students will demonstrate ability to analyze a business problem, design and apply appropriate decision-support
tools, interpret results and make meaningful recommendations to support the decision-maker

Indicate below how the course learning objectives specifically relate to any program learning goals and objectives.

Program Learning Goals and Objectives Course Learning Objectives Course Assessment Item

Goal 1 –Effective Written and Oral
Communication
Goal 2 –Ethical Understanding and Reasoning
Goal 3 – Analytical Thinking and Problem
Solving Skills
Goal 4 – Application of Information
Technology
Oral: Students are supposed to actively Class Participation and Retail Project
participate in the class and deliver
professional oral presentation.
Written: Students submit one report and one
presentation (with comments) that involve
substantial level of writing
N/A Quizzes and Exam
Students polish this skills by (i) conducting Retail Simulation, Retail Project
brand audit and (ii) by designing solution
experiments in their project
N/A
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Goal 5 – Teamwork in Diverse and
Multicultural Environments
Goal 6 – Understanding Organizational
Ecosystems
Goal 7 (a) – Discipline Specific Knowledge and
Understanding
Goal 7 (b) – Understanding the “science”
behind the decision-making process
The course lays strong emphasis on team
work by getting them involved in two different
projects
N/A
Exhaustive coverage of important marketing
topics
This courses takes a ‘scientific’ approach to
branding by describing how we can structure
our management of brands and make them
more efficient.
Retail Simulation, Retail Project
Quizzes, Exams
Class participation, Retail Simulation, Retail
Project, Quizzes, and Exam
Class participation, Retail Simulation, Retail
Project, Quizzes, and Exam

Grading Breakup and Policy

Course Project (RSC): 20 (Proposal Presentation: 5, Final Presentation: 15)

Quiz(s): 20
Class Participation: 10
Attendance: 5
Retail Simulation: 15
Final Examination: 30

Examination Detail

Yes/No: No
Combined/Separate: N/A
Midterm
Duration: N/A
Exam
Preferred Date: N/A
Exam Specifications: N/A

Yes/No: Yes
Combined/Separate: N/A
Final Exam
Duration: 120 minutes
Exam Specifications: Objective + Subjective

Teaching Methodology

The course utilizes a mixture of interactive lecture, case discussions, retail simulation, and project-related team activities. For retail simulation
and retail project, students will form teams of five. They will be given prior information regarding the topics/cases/readings to be discussed in the
next session so that they come prepared.

Course Project & Simulation

The Retail Start-up Challenge (RSC) (Team-Based)

The team-based course project, RSC, experientially integrates the material presented in lectures and discussions. It involves starting up a new and
innovative retail business. The project will start in Week 4, the project proposal presentations will be conducted in Week 7. The final project
presentations will take place in last week of the semester. Each team will choose a new retail concept and will get it approved from the instructor.
The Retail Start-up Challenge (RSC) will comprise the following parts:

1) Name of Retail Business

2) Retail Concept/Type
3) Retail Location or Online
4) Target Customers
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5) Competitors
6) Positioning
7) Conceptual Store / Web Design (Interior, Exterior)
8) Marketing Plan (Merchandise, Price, Promotion Strategies)
9) Pro forma Financials

Cesim Retail Simulation (Team-Based)

Cesim Retail is a highly versatile simulation that can be repurposed for different target groups in the retail environment. It puts the participants
in charge of a store or a franchise with multiple stores in a seasonal environment. The simulation includes strategic and tactical pricing decisions,
promotional campaigns, procurement and inventory management, store layout, operating hours, staffing, and cash flow management. Optionally,
participants can make decisions about store remodeling and new store locations.

Course Overview
Recommended CLO
Week# Topics Objectives
Readings/Cases
Part-1 (Introduction) Chapter-1, 2 (Text) Introducing the field of Retailing; 1, 2
 Introduction to Class establishing and maintaining retailer
 Course Outline relationships with other channel
1 members and customers.
 Introduction to Retaining
 Building Relationships in Retaining

Part-1 (Introduction) Chapter-3, 4 (Text) Understanding the organizational 3

 Strategic Planning in Retailing missions, ownership, goods/service
categories, and objectives of a broad
2 Part-2 (Retail Types) range of retail institutions and
developing the retail strategies
 Retail Store Types by Ownership
accordingly.

Chapter-5, 6 (Text) Understanding the organizational 3

Part-2 (Retail Types) missions, ownership, goods/service
 Retail Store Types by Strategy categories, and objectives of a broad
3  Non-Store/Non-Traditional Retailing range of retail institutions and
developing the retail strategies
accordingly.

Part-3 (Targeting Customers) Chapter-7 (Text) Identifying and understanding 4

 Identifying Consumers consumers and developing an
4  Information Gathering and appropriate target market plan.
Processing in Retailing

Part-3 (Targeting Customers) Chapter-8 (Text) Identifying and understanding 4

 Information Gathering and consumers and developing an
5 appropriate target market plan.
Processing in Retailing

Part-4 (Choosing a Store Location)
 Trading-Area Analysis
6 business, merchandise management
Part-4 (Choosing a Store Location)
 Site Selection
7
Chapter-9 (Text) Devising an overall retail strategy, i.e. 5
selecting a store location, managing a
and pricing, and communicating with
the customers.
Chapter-10 (Text) Devising an overall retail strategy, i.e., 5
selecting a store location, managing a
business, merchandise management
and pricing, and communicating with
the customers.
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Part-6 (Merchandise Management and Pricing)
 Developing Merchandise Plans
8 business, merchandise management
Part-6 (Merchandise Management and Pricing)
 Pricing in Retailing
9 business, merchandise management
Part-7 (Communicating)
 Establishing a Retail Image
10
Part-7 (Communicating)
 Promotional Strategy
11  Customer Service
Part-8 (Managing a Retail Business)
 Retail and HRM
12
 Financial Dimensions
 Retail Audit
 Guest Speaker Session
13
 The Retail Set-up Challenge (RSC)
14
Presentations
Chapter-14 (Text) Devising an overall retail strategy, i.e., 5
selecting a store location, managing a
and pricing, and communicating with
the customers.
Chapter-17 (Text) Devising an overall retail strategy, i.e., 5
selecting a store location, managing a
and pricing, and communicating with
the customers.
Chapter-18 (Text) Devising an overall retail strategy, i.e., 5
selecting a store location, managing a
business, merchandise management
and pricing, and communicating with
the customers.
Chapter-19 (Text) Devising an overall retail strategy, i.e., 5
selecting a store location, managing a
business, merchandise management
and pricing, and communicating with
the customers.
Chapter-11(Text) Setting-up a Retail business. 6
Setting-up a Retail business. 6
Setting-up a Retail business. 6

 Final Exam

Textbook(s)/Supplementary Readings

Text
 Retail Management, Barry Berman, Joel Evans, 10th Edition, Pearson

Simulation
 Cesim Retail Simulation

Readings (Tentative)

 Retail Format
 Retail Store Layouts
 Retail and Crime

Case Discussions (Tentative)

 Apple Stores
 Terra Bite Lounge
 DYOT (Do Your Own Thing) (Local Case)
 Walmart
 IKEA Invades America
 Zipcar